If you want people to buy into your ideas and plans, you have to be clear about your thinking and decision-making process.
Why is this more important than what we used to do yesterday?
Why was this option chosen instead of the others?
What does this all mean for my work routine?
What’s in it for me, the team, the company if we are successful?
How does success even look like in this scenario?
When you answer these (and other) questions about your new urgency, and you do it publicly, it is much more likely that people will follow, accept new tasks and overtime, understand the reasons of a late night e-mail. When you don’t, on the other hand, it feels like a managerial caprice, something people are asked to follow now for no particular reason other than gut feelings, a breath of wind in a storm.
Nobody is motivated by urge.